The brand collaborates with Dubit Studio. focusing on sustainability.
Swedish fashion retailer H&M has launched a new virtual space, H&M Loooptopia Experience, on Roblox.
Users are encouraged to explore alternate worlds (such as Rainbooow Fields, Neon Studiooo and Fabric Fooorest) and interact with mini-games within a single space, the company's press office said. H&M will also host a series of live events and sessions with stylists to collect virtual clothing items.
Players will be able to swap purchased clothing with friends and use it for their own avatar in the meta universe. In addition, clothes can be recycled to earn "super rare" items. As part of the new project, H&M is collaborating with virtual studio Dubit to provide its customers with a shopping experience with a focus on sustainability principles.
People who shop and wear H&M garments and accessories are increasingly spending time in virtual spaces and digital worlds,” Linda Li, head of customer activation and marketing for H&M Americas, said in the press release. “In the coming years, H&M will continue to explore this fast-growing expanse of virtual and augmented realities.”
By focusing on digital channels and launching a new virtual gaming space, H&M joins a long list of top brands that have already made Roblox their key marketing asset and link to a generation of young shoppers.